Connecting people with stories is a journalist’s job – and it’s almost never as easy as it sounds.

Identifying reliable sources and reaching broad audiences are challenging tasks, especially when covering “untapped” communities that have little experience in the media spotlight. Interacting with such populations requires time, skill, and, in some cases, an entirely new approach to journalism.

From Oct. 16-18, 2015, newsroom leaders from across the country met on Stanford University’s campus for the annual American Society of News Editors – Associated Press Media Editors conference. In a featured panel entitled, “Flip It! Disruptive ways to engage untapped audiences,” three editors shared their experiences with “flipped” narratives – community at the center – and community engagement. Intrigued, I reached out to the editors after the conference, hoping to expand upon the panel’s productive discussion. In a series of interviews, all three editors offered detailed discussion and advice, providing fresh insight into their methods and takeaways.

The editors hailed from diverse locations and backgrounds:

Suki Dardarian, managing editor of the Minneapolis Star Tribune, reflected on her newspaper’s coverage of Somali-American refugee communities in the Twin Cities area.

Gilbert Bailon, editor of the St. Louis Post-Dispatch, shared insights gained by covering communities of color in Ferguson and greater St. Louis.

Alfredo Carbajal, managing editor of Dallas-based daily Spanish-language publication Al Dia, discussed the steps he and his colleagues take to provide nuanced coverage of immigration issues and Mexican-American communities in Texas.

In this set of suggestions for editors seeking to reflect diverse perspectives through community engagement, the editors share their thoughts on powerful, people-centered journalism. Here are three themes (Educate, Empathize, and Engage) to keep in mind when embarking on an endeavor in “flipped” journalism:

The APME NewsTrain is getting ready to pull into Lexington, Kentucky. You can still register for the Jan. 21 session -- for just $75, get a full day of digital training. For more info and to register -- bit.ly/LexingtonNewsTrain.
Sessions include: maximizing social media for branding and reporting; getting started with data-driven enterprise reporting; and shooting compelling smartphone video.

Can't make that one? There are more chances coming! We're bringing our high-quality, affordable training to Nebraska, Nova Scotia and Tennessee this year. More information on these events to come.